After Lux Emami’s new ad to feature Shah Rukh Khan

As part of the deal Shah Rukh Khan will feature in Emami commercials, which will hit the media within a month’s time. Shah Rukh Khan has been endorsing Lux, a new ad was choreographed for its 75 anniversary.

Emami already has among others, Sourav Ganguly, Virendra Sehwag, Sunny Deol, Dharmendra, Govinda, Madhuri Dixit and Amitabh Bachchan as brand ambassadors.

Shah Rukh Khan says, “I have found a lot of similarity between Emami and me. At 30, Emami represents the aggressiveness of youth complemented with the maturity of an adult. Emami respects their young consumers and plans to build young brand advocates. I have a lot of young fans and I love them. I feel there will be great synergy to this association between Emami and myself.”

The release adds that roping Shah Rukh Khan for Emami hopes to promote brand advocacy among its young consumers. The accepted wisdom is that the best form of advertising for a brand is a positive word of mouth from consumers.

In a market cluttered with brands, offers on brands and sponsored communication about brands, it is difficult for a brand to stand out distinctly. Therefore the push that a positive word of mouth or advocacy provides is invaluable. This is the underlying thought behind Emami’s association with Shah Rukh Khan, informs the release.

Emami director Aditya V. Agarwal says, “Brand advocacy in simple words means ‘word of mouth recommendation’. We feel that a customer’s social network typically consists of people like himself. His friends represent the perfect target market for the brand.

“Today’s youth are more alike than different, celebrate differences in culture, and are more entrepreneurial at younger ages. By associating with a youth icon like Shah Rukh Khan, we are seeking to further strengthen our relationship with today’s youth.”

Adds Shah Rukh Khan, “I feel proud to be part of Team Emami.”